Super Bowl ads are about getting press, celebrity, being part of the conversation, tapping into social media engagement, highlighting corporate values... and so many other things. But do they actually work? Do they make people like your brand better and want to buy from you?

The answer is yes. We have found that a Super Bowl ad is typically more than 20 times as effective as a typical TV ad when it comes to driving brand perceptions. Further, we found that 'Strong’ Super Bowl ads receive three times the ROI of ‘Average’ Super Bowl ads and drive 40% higher ad recall. In our latest research, we explore the secrets behind the best Super Bowl ads of all time, what consumers are looking for from brands, how ads during the 2023 game performed, and more!

2023 post-game report

Super Bowl 2023 Creative Effectiveness Report

We took an in-depth look at the performance of all national ads that ran during Super Bowl LVII based on three core measures of ad effectiveness in our Link AI platform, as well as in-game advertising trends, digital activations, and a breakdown of who is watching the Big Game. Download our Super Bowl 2023 Creative Effectiveness Report to dive into our findings.

Download the report

Webinars - Watch on-demand

Super Bowl 2023: What to expect from advertisers during the Big Game

Watch this on-demand webinar where our Kantar experts explored the world’s most unique advertising event. They take a look back at some of the best Super Bowl ads of all time, discuss how the game has become a cultural moment for Americans, how brands can make the biggest impact, and how much of a return on investment these ads really generate.

Watch on-demand

Super Bowl Creative Evolution:
DEI in the Big Game

What themes will dominate Super Bowl advertising in 2023 and how will this define the ads that make the biggest impact? Watch this on-demand webinar where Kantar's Deepak Varma, Head of Neuroscience Insights, explores major marketing themes during the Big Game and takes a deep dive on how DEI shows up in the advertising.

Watch on-demand

Featured inspiration

More inspiration

3 principles for Metaverse marketing ahead of the Super Bowl - The Big Game can be a big opportunity for brands to leverage the Metaverse.

Is the Super Bowl a global event? - Explore what people across the US, UK and Canada think about the Super Bowl and what game-day ads resonate with them.  

How to make a successful Super Bowl ad and prepare for Super Bowl 2023 - We found four key themes when analyzing the most effective Super Bowl commercials.  

How much is a Super Bowl commercial and is it worth it? - The average cost of a Super Bowl commercial is constantly rising, but so are the rewards.

The imperative at hand: Keep adding value - Great brands do not go dark during dark times. Instead, great brands look for moments to lead and inspire. Super Bowl LVII is the next such moment.

The imperative at hand: Ally with positivity - Super Bowl LVII will mark the end of COVID-era marketing. It’s time now for positivity.

Apple leans into sports to grow consumer experience - Building on its recent partnership with the MLB, Apple is expanding its footprint in sports as the new sponsor for the Super Bowl Halftime Show.

Super Bowl news coverage

AdAge - Super Bowl commercial updates: A QR code blitz is coming and brands get married—plus, what exactly is the ROI of a Big Game ad?

AdWeek - What's the Carbon Footprint of a Super Bowl Ad?

CNBC - Why you won’t see many car ads during Sunday’s Super Bowl

Deadline - Super Bowl Commercials 2023: Watch Ads With Bradley Cooper, Melissa McCarthy, Adam Driver, Bryan Cranston, Natasha Lyonne, John Travolta, Anna Faris And More

Front Office Sports - The Rise in the Cost of a Super Bowl Commercial

Marketing Charts - Super Bowl 2023 Data

Broadcasting + Cable - Touchdown: Fox Sells Out In-Game Super Bowl Commercials

Variety - Hollywood Returns (Cautiously) to Super Bowl With Spots for ‘The Flash’ and ‘Fast X’

New York Times - Crypto ads are so last year

Marketing Dive - By the numbers: Super Bowl LVII

Forbes - Viewership Is Falling, Rates Are Rising, Yet Advertisers Still Flock To The Super Bowl

The Drive - Here’s Why You Won’t See Many Car Commercials During the Super Bowl Tonight

Forbes - Super Bowl Draws Near-Record 113 Million Viewers—Just Shy Of Fox’s Lofty Expectations

Variety - Paramount Global Starts Work on 2024 Super Bowl

LA Times - Come-from-behind win by the Chiefs in Super Bowl LVII is most-watched telecast in six years

StreetFight - Was Super Bowl LVII Advertising Worth It to Brands?

Want to learn more about Kantar's Super Bowl insights and research? Contact us here